Why Beauty Brands Benefit from Podcast Advertising
Why Beauty Brands Benefit from Podcast Advertising
Podcasts provide an intimate and trusted platform for discussing beauty tips and advice. With consumers increasingly focused on product knowledge and ingredients, podcasts offer a unique opportunity to delve deeply into these topics and position your brand as an expert.
Podcast audiences also tend to be high spenders in the beauty category, making them a particularly valuable demographic. Listeners often trust their podcast hosts as friends, which increases their likelihood of researching advertised products mentioned in podcasts compared to other forms of media.
Podcast listeners are a valuable target demographic for beauty brands as they are 26% more likely to be high spenders in the beauty category and 11% more likely to be highly interested in beauty (According to Orvesto Konsument 2023:3).
We are more likely to buy a product based on a recommendation from a friend, with 74% stating that word-of-mouth recommendations are a critical factor when making a purchase (Source: Ogilvy Cannes 2014). This, combined with the fact that 44% of podcast listeners trust their favorite podcasters as they would friends, makes advertising in podcasts great for beauty brands. (Source: Acast Nordics Big Fat Podcast Report 2023).
We also seek beauty advice and tips from our favorite influencers (Source: LTK 2023) and when asked, "Whose influence matters the most to you?" 75% answered "Podcast Hosts," while 15% chose "Social Media Influencers," and 10% preferred "TV Hosts" (Source: MAGNA/Vox Media: Podcasts: A new era of influence (weekly podcast listeners) 2023).
Additionally, knowledge about products and their ingredients has become increasingly important when choosing a brand. 75% of consumers read beauty product labels for specific ingredients, and 64% are willing to pay more for products free from parabens, sulfates, and phthalates (Natural Marketing Institute (NMI) 2020).
To summarize, podcast audiences are high spenders in the beauty category, making them a valuable demographic for beauty brands. They often trust their podcast hosts as friends, which increases their likelihood of researching and purchasing advertised products and this combination is why beauty brands benefit from podcast advertising.
Acast offers a highly personal and intimate advertising experience, where listeners hear firsthand about product advantages from trusted podcast hosts. Contact sales@acast.com to discover how your brand can benefit from advertising with Acast.
Why Beauty Brands Benefit from Podcast Advertising
Podcasts provide an intimate and trusted platform for discussing beauty tips and advice. With consumers increasingly focused on product knowledge and ingredients, podcasts offer a unique opportunity to delve deeply into these topics and position your brand as an expert.
Podcast audiences also tend to be high spenders in the beauty category, making them a particularly valuable demographic. Listeners often trust their podcast hosts as friends, which increases their likelihood of researching advertised products mentioned in podcasts compared to other forms of media.
Podcast listeners are a valuable target demographic for beauty brands as they are 26% more likely to be high spenders in the beauty category and 11% more likely to be highly interested in beauty (According to Orvesto Konsument 2023:3).
We are more likely to buy a product based on a recommendation from a friend, with 74% stating that word-of-mouth recommendations are a critical factor when making a purchase (Source: Ogilvy Cannes 2014). This, combined with the fact that 44% of podcast listeners trust their favorite podcasters as they would friends, makes advertising in podcasts great for beauty brands. (Source: Acast Nordics Big Fat Podcast Report 2023).
We also seek beauty advice and tips from our favorite influencers (Source: LTK 2023) and when asked, "Whose influence matters the most to you?" 75% answered "Podcast Hosts," while 15% chose "Social Media Influencers," and 10% preferred "TV Hosts" (Source: MAGNA/Vox Media: Podcasts: A new era of influence (weekly podcast listeners) 2023).
Additionally, knowledge about products and their ingredients has become increasingly important when choosing a brand. 75% of consumers read beauty product labels for specific ingredients, and 64% are willing to pay more for products free from parabens, sulfates, and phthalates (Natural Marketing Institute (NMI) 2020).
To summarize, podcast audiences are high spenders in the beauty category, making them a valuable demographic for beauty brands. They often trust their podcast hosts as friends, which increases their likelihood of researching and purchasing advertised products and this combination is why beauty brands benefit from podcast advertising.
Acast offers a highly personal and intimate advertising experience, where listeners hear firsthand about product advantages from trusted podcast hosts. Contact sales@acast.com to discover how your brand can benefit from advertising with Acast.
